About Shugoll

Beyond the family name lies a tradition of excellence in market research.

In 1957 on Long Island, Joan Shugoll started one of the original "cottage industries." She confidently guided high-level advertising and corporate executives past family heirlooms and photos, seating them comfortably in her living room. They came to listen to their customers, who were seated around Joan's dining room table, talking about products and ad campaigns. Not long after, Joan became one of the first to use a one-way mirror, helping to define the future of focus group research.

After numerous successes in NY, Joan moved to Washington, DC, where she established new offices. Her business thrived for more than two decades while Merrill Shugoll, Joan's daughter-in-law, was steadily building her own reputation in qualitative marketing research working for a major ad agency in the DC area. After 9 years on the agency side, Merrill decided to open her own qualitative research practice. And when she told Joan of her plans, Joan suggested they join forces instead, changing the firm into a full-service research company. A year later, Dr. Mark Shugoll, Joan's son and a leading social scientist, joined the firm to launch the quantitative division of the company.

Today, Shugoll Research is at the forefront of providing innovative and customized marketing research solutions to a national roster of clients. The company is distinguished with one of the highest client satisfaction ratings among industry firms (CASRO). We maintain a company-wide commitment to excellence and the highest level of customer service by having principals and senior level staff manage client projects. In addition, Shugoll Research staff are committed to serving our industry associations and to actively giving back to our community.

Industry Spotlight

Retail Services

Competition for market share among department stores, boutiques and discount stores, grocery and warehouse clubs, restaurants, specialty shops and e-tailers has never been fiercer than it is today. Some of the critical issues our clients have been addressing through research include eroding brand loyalty, increased pricing competition and the trend...